Artist's Comments
McDonald's è divenuto l'emblema della globalizzazione, alcune volte definita come la "McDonaldizzazione" della società. La rivista The Economist usa l'indice Big Mac: la comparazione tra i prezzi del Big Mac in vari paesi può essere usata per calcolare in maniera informale il potere d'acquisto. Dato che McDonald's è strettamente associata con la cultura e lo stile di vita degli Stati Uniti, la sua espansione internazionale è stata definita parte dell'americanizzazione e dell'imperialismo culturale americano. McDonald's è quindi un bersaglio dei contestatori anti-globalizzazione.
Thomas Friedman ha osservato che nessun paese con all'interno un McDonald's ha mai attaccato un altro paese dove è presente un McDonald's. La sua "Golden Arches Theory" è sempre stata intatta, ma deve fronteggiare delle sfide: all'inizio, quando gli Stati Uniti d'America invasero Panamá (la quale ha ristoranti McDonald's dagli ultimi 1970) nel 1989, e più tardi quando scoppiò la guerra in Kosovo e la NATO bombardò la Serbia del 1999 (in ogni caso Friedman afferma che la crisi del Kosovo fu una guerra civile - che non ha voce in quella teoria). Alcuni osservatori hanno suggerito che la compagnia avrebbe incentivato la crescita dello standard qualitativo dei servizi nei mercati in cui entra. Un gruppo di antropologi, in uno studio intitolato "Golden Arches East" [4], ha studiato l'impatto che McDonald's ha sull' Asia Orientale e in particolare su Hong Kong. Quando la catena aprì nel 1975, McDonald's fu il primo ristorante a offrire luoghi di ristoro puliti portando così i clienti a pretendere lo stesso dagli altri ristoranti o dalle altre istituzioni. In aggiunta al suo effetto sugli standard commerciali, McDonald's è stato anche un grimaldello di forzatura mutando le abitudini dei clienti. Popolarizzando l'idea di ristorante da pasto veloce, sostiene lo studio di Watson, McDonald's ha condotto all'allentamento o all'eliminazione di vari tabù come il mangiare mentre si cammina, un'abitudine frequente in Giappone. McDonald's, inoltre, ha livellato gli strati sociali durante le cene: non ci sono problemi per alcuni clienti che potrebbero essere imbarazzati se qualcun altro ordinasse del cibo più costoso in un ristorante; il cibo di McDonald's ha prezzi, nel complesso, abbastanza omogenei tra di loro. thanks to ~AndreaCosentino and =night-fate |
Details
November 23, 2008
3.0 MB 95.1 KB 800×1203 StatisticsCamera Data
NIKON CORPORATION
NIKON D70 1/800 second F/6.3 18 mm 200 Nov 16, 2008, 3:45:49 PM Share |
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